IBM Brand Book

Be Equal Brand Guide 01 October 2020 International Business Machines Brand Experience & Design

This guide is an essential tool for anyone working on behalf of Be Equal. It provides detailed guidance for how the brand should be presented visually and verbally, internally and externally, across all applications and to all audiences. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 2

Ambition 04 Expression 19 Visual & Verbal Digital Physical Context 05 Logo & Logotype 20 Website (beequal.com) 42 Events & Environments 57 Brand Promise 08 Community IDs 23 Online Presence 43 On-Demand Printing (Posters) 58 Brand Pillars 09 Color 24 Podcast Series 44 Merchandise 59 Behaviors 10 Patterns 29 Motion & Sonic Style 45 Communities 11 Typography 31 Advice & Approvals 62 Be Equal Allies 12 Translations 33 B.E. Communities 46-56 Resources 63 Partner Program 14 Voice (Way with Words) 34 Sub-Systems Social Strategy 17 Be… Statements Calendar 18 First-Person Quotes Numbers Composition 37 Portraiture 40 Photo Overlays 41 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 3

Context 05 Brand Promise 08 Brand Pillars 09 Behaviors 10 Ambition Communities 11 Be Equal Allies 12 Partner Program 14 Social Strategy 17 Calendar 18 “Men and women will do the same kind of work for equal pay. They will have the same treatment, the same responsibilities, and the same opportunities for advancement.” Thomas Watson Sr. 1935 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 4

Equality is essential. For decades, diversity and inclusion has been a vital topic in global society. We have seen organizations commit to diversity, implement inclusive policies, and contribute their voices as passionate champions. Yet despite years of work, the numbers remain quite grim, and inequities continue to exist. At IBM, we want to expand, empower, and ensure equality. Be Equal is an endeavor to scale systemic, sustainable improvement through practices that become ingrained into both our personal and professional existence. Our strategy — based on behavioral science, driven by data — demands multiple perspectives and perpetual attention and action. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 5

IBM has more than 100 years of experience with diversity, inclusion and equality in the workplace. We encourage everyone, generation after generation, to thrive because of their unique differences, not despite them. Diversity is in our DNA. IBM announces Domestic IBM delivers first Partner Benefits for gay and IBM launches Accessible operational application of lesbian employees. Workplace portal to request speech recognition. and manage reasonable 1996 working environments. 1971 2010 IBM introduces Home Page IBM supports passage IBM recruited 25 female IBM signs company’s IBM creates Computer Reader to help the blind and of the Equality Act. IBM hires first female and college graduates, 29 years first written equal Program Training for people visually-impaired use the IBM appoints first black employees. before the Equal Pay Act. opportunity policy letter. with disabilities. Internet via speech. female CEO. IBM launches Be Equal. 1899 1935 1953 1972 1999 2012 2019 1914 1943 1968 1984 2001 2017 IBM hires first IBM names first female VP. IBM created Supplier IBM adds sexual- IBM launches Global IBM introduces “rainbow” disabled employee. Diversity Program. orientation to equal Work-Life Fund focused logo, a tribute to Gilbert 1946 opportunity policy. on dependent care. Baker’s original design, to demonstrate solidarity with 2002 the LGBT community. First pocket-sized braille printer made and distributed 2018 to all IBM employees. Orientation, gender identity and expression were added to IBM’s Global Equal IBM honored with 2019 Opportunity Policy. Catalyst Award for advancement for women. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 6

Be Equal is the new face of IBM Diversity & Inclusion. Launched initially to promote and support gender equality, the Be Equal brand is being expanded to include and represent every dimension of equality. And, in the spirit of being equal, we are building a open brand platform for all alike to participate— individuals and organizations—to promote equality, to partner together, and to become Be Equal Allies and advocates. Brand Platform Strategic Shifts Be Equal = People + Practices + Partners Gender → Gender Every one of us is a complex combination of different Race dimensions of diversity. Be Equal embraces all aspects of IBMers Policies Individuals Ability an individual’s identity, including education, family background, politics, income, position or role, experience, Allies Programming Businesses Origin status, appearance and language. Communities Products Organizations Status Public Schools Age Sexuality Beliefs… Internal → Mainstream Initiative Movement Aware → Active IBM(ers) + Partners Public Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 7

Brand Promise Be Equal is an endeavor to expand, enable and ensure equality for everyone. be (“bee”) equal (ee-kwuhl) to exist or live as great as; the same as to take place or occur like or alike in quantity, degree, value, etc. to occupy a place or position of the same rank, ability, merit, etc. to continue or remain evenly proportioned or balanced Be Equal Brand Guiide, Version 2.0 IBM Brand Experience & Design 8

Brand Pillars Expand Enable Ensure Acceptance Allyship Accountability Expand by embracing all differences, Enable by providing progressive Ensure by continuously setting ambitious inclusive of every dimension of diversity. practices and programs, and sharing and actionable goals to achieve. them with Be Equal partners. Expand by extending an open invitation to Ensure by holding ourselves accountable for everyone alike, individuals and organizations, Enable by providing a public our own progress and to one another. to participate or partner. platform for involvement. (beequal.com) Ensure by being completely transparent Expand by exponentially increasing Enable by providing more pathways about the impact we are making. our own equality efforts at scale. to becoming Be Equal Allies. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 9

Behaviors To Be Equal is to… Include and empower others to have their individual voices and views heard. Invest in and learn about other cultures, backgrounds, generations, and perspectives. Listen to opinions other than your own. Be ever-conscious of and correct unconscience bias. Represent communities of all dimensions of diversity equally. Be an upstander and speak out against bullying and harassment of anyone in any form. Be open and bold in advancing and promoting Be Equal and inclusive ideas. Be your best by being yourself. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 10

Communities Be Equal Communities are the new Business Resource Groups (BRGs) or Action Networks. CANs represent Women Pan-Asian Beliefs… individual identities, diversity dimensions or other interests related to inclusion. LGBT+ Black DiversABLE Hispanic Veterans Indigenous Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 11

Be Equal Allies A Be Equal Ally is any person that is active in Allies embody what it means to Be Equal. Becoming a Be Equal Ally requires: promoting and progressing equality and inclusion through their committed, intentional, and positive Visit the gateways of all communities. everyday efforts to advance and benefit people different from themselves. Increasing Allyship is one of the best ways Earn a Be Equal badge. to demonstrate individual influence and impact. Write a short paragraph (250 words) on what Allyship means to you and what you’ve done to be an Ally at IBM. Colleague endorsement and examples. Everyone is invited to become a Be Equal Ally. Completion of all Allyship requirements and subscription to the Be Equal Ally community and newsletter. Use of social media channels to promote Be Equal. Checkpoint Goals and personal pledges. Bi-Annual Renewal Benefits of being a Be Equal Ally include: Be Equal Pin Ally Newsletter Be Equal Merchandise (Bundle) Be Equal Ally Badge and Brand Assets Portrait and Photo Overlays Be Equal Ally Events Quarterly Updates Initiative Workstreams Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 12

Be Equal Allies Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 13

Partner Program Isolation is the opposite of equality. The Be Equal program is designed to share. Through compounded influence and interests, we can learn and scale Be Equal and D&I practices together. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 14

Partner Program P-TECH Partners Countries 600+ 14 Schools Graduates 200 4x Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 15

Partner Program Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 16

Social Strategy You Equality starts with you — expanding equality begins with the intentions and actions taken by each individual, inviting others, and extending those outward exponentially. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 17

The annual cadence of celebrations, diversity 2020 and inclusion moments worldwide allows a constant drumbeat for Be Equal in terms of brand-building, engagement and experimentation. Native American Heritage Hispanic Month Asian Heritage Black Women’s Autism Pacific Month Veteran’s History History Awareness Heritage History International Month Month Month Month Pride! Sep 15 → Oct 15 Month Disability Day Feb Mar Apr May Jun Aug Sep Oct Nov Dec Think 2020 International AISES Day of the (Native American) May 4–6 World’s Indigenous Grace Hopper Global Peoples (Women) Accessiblity Awareness Aug 9 ILO Day (Diversability) May 21 Women of Color SHPE (Hispanic) SWE (Women) Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 18

Visual & Verbal Logo & Logotype 20 Community IDs 23 Expression Color 24 Patterns 29 Typography 31 Translations 33 Voice (Way with Words) 34 Be… Statements First-Person Quotes Numbers Composition 37 Portraiture 40 Photo Overlays 41 “Unity, not uniformity.” Digital Website (beequal.com) 42 Eliot Noyes Online Presence 43 1956 Podcast Series 44 Motion & Sonic Style 45 B.E. Communities 46-56 Sub-Systems Physical Events & Environments 57 On-Demand Printing (Posters) 58 Merchandise 59 Advice & Approvals 62 Resources 63 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 19

Logo The Be Equal logo is derived from Paul Rand’s Eye-Bee-M “Rebus” poster design. 4:3 Proportion Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 20

Logotype(s) Be Equal Be Equal Ally(ies) beequal.com Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 21

Logo & Logotype There is no formal “lockup” of the Be Equal logo and logotype. They can be used independent of one another. When they appear together, the logotype should appear first, above or to the left of the logo, and be sized relative to one another. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 22

Community IDs Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 23

Color Be Colorful Teal 80 Blue 80 Purple 80 Magenta 80 Color plays a critical role in the expression of Be Equal. It’s a visual, visceral way to communicate diversity and intersectionality. The Be Equal color palette is a carefully-considered selection from the IBM Design Language overall palette. Green 60 Blue 60 Purple 60 Red 60 Gray 40 Green 40 Teal 40 Cyan 40 Purple 40 Magenta 40 Orange 40 Gray 20 Green 20 Teal 20 Cyan 20 Purple 20 Magenta 20 Yellow 30 Gray 10 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 24

Color Use of Color Colors, and the use of those colors, have been chosen to best meet accessibility practices and standards. Note: The Be Equal logo and logotype may only appear on 60 or 40 color values. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 25

Color Use of Color The Be Equal logo and logotype are designed to correspond to one another. When they appear together, the color of the “equal” sign in the logo and the color of the logotype should match one another, whenever possible. When either the logo or logotype are used on a background of color, they should only appear in black and white contrast. And the Be Equal logo and logotype should only appear on 60 and 40 color values. 60 or 40 Color Value Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 26

Color Use of Color Color combinations are created by drawing from different color families and color values. Never use two colors from the same family together. Never use two colors of the same value together. M 80 M 40 T 40 C 40 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 27

Color 2-Color 3-Color 20 20 20 20 20 20 20 30 20 40 60 80 40 40 60 60 80 80 60 80 40 80 40 60 40 40 40 20 60 80 40 40 40 40 40 40 30 20 60 60 80 80 60 60 60 60 80 30 80 20 20 30 40 80 60 60 60 60 60 60 80 80 80 30 20 40 40 80 80 20 40 60 40 80 20 80 20 20 80 80 80 80 80 80 20 20 40 40 60 60 40 60 20 60 20 40 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 28

Pattern This 16-color arrangement was designed specifically to represent Be Equal Allies, and reflects intersectionality. It is primarily used in, but not limited to, an Ally context. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 29

Pattern Based on the IBM 2x Grid, unique patterns have been designed to represent each Be Equal Community. These patterns also provide a specific color palette for Communities to use. Black Women Hispanic Veterans Pan-Asian Indigenous LGBT+ DiversAble Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 30

Type Plex Sans Bold Plex Serif Regular Plex Sans Regular बराबर हो Plex Sans Bold is reserved for Be… Plex Serif Regular is reserved for Plex Sans Regular is a secondary Statements, Communities and the Be Equal first-person quotations. choice for supporting text. (Be Equal) logotype, Title Case with no punctuation. Be… Statements First-Person Numbers (Results) Indigenous Be Bold “When my coworkers 2050 Black see me, they don’t see Veterans Be Positive my wheelchair.” By 2050, there will be no racial LGBT+ majority in the United States. Be Strong Damian Sullivan Women Be Determined Watson IoT Pan-Asian Hispanic Be Faithful DiversABLE Be Unique Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 31

Type Bounding Box Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 32

Type “Be Equal” Translations Spanish Thai (Looped) Hebrew International is our first name. Plex supports over one hundred international languages. In as much as Igualarse มีความเสมอภาค היה שווה Be Equal represents everyone, speaking in native tongue is a critical demonstration of inclusivity. German Hindi (Devanagari) Russian Sei Gleich बराबर हो Быть равным French??? Greek Korean Être égal Να είστε ίσοι 평등하다 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 33

Voice (Way with Words) Be… Statements Like color does visually, Be… Statements bring to life Be Equal Great effort has been put into creating a strong verbal identity— characteristics by illustrating diversity and intersectionality through a specific style of speaking—that pairs well with the Be Equal visual individual expressions, using active (gerand-like) language. identity. Please refrain from creating unique headlines, taglines A lexicon of approved Be… Statements has been created. or other slogans specific to singular communities. Used one by one or listed in stacked sequence, they should never appear without Be Equal present as well. Be All-in Be Opinionated Be Committed Be Loud Be Honest Be Positive Be Curious Be Confident Be Bold Be Ambitious Be Passionate Be Advocating Be Faithful Be Plural Be Accountable Be Vocal Be Aware Be Magnetic Be Mindful Be Upstanding Be Determined Be Colorful Be Creative Be Kind Be Outspoken Be Unique Be True Be Resilient Be Active Be Progressive Be Dynamic Be Genuine Be Transparent Be Generous Be Loud Be Visible Be Upfront Be Supportive Be Inclusive Be Fair Be Open Be Proud Be Empowered Be Yourself… Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 34

Voice (Way with Words) IBM is a Be Equal employer. Accessibility is a Be Equal Practice. Paul Papas is a Be Equal Ally. Stanford University is a Be Equal Partner. This is a Be Equal environment. Will.i.am is a Be Equal Advocate. Accountability is a Be Equal brand behavior… Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 35

Voice (Way with Words) Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 36

Composition 2x Grid The IBM 2x Grid is the framework for all visual elements and typography within the Be Equal system. It provides a blueprint and backdrop for every expression of the brand. ibm.com/design/language/2x-grid Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 37

Composition Cropping Hand-in-Hand Centered Side-by-Side Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 38

Composition Cropping Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 39

Portraiture Be Equal is based on individuality. Over the years, an common approach to creating portraits of IBMers has been established. The intent behind this approach is to portray all IBMers in the most democratic way. These are portraits, not headshots. Technical specifications for capturing and generating these images is available, is easy to use, and can be performed anywhere around the world. For more information, or to access the technical specifications, please contact IBM Brand Experience & Design. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 40

Portraiture Photo Overlays Along with a common approach to portraiture, a common look and feel to photo overlays has been established to be consistent. The approach allows for personal choice of palette, and distinct overlays have been created for each B.E. Community. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 41

beequal.com ibm.com/impact/be-equal beequal.com (ibm.com/impact/be-equal) is the new global home for IBM Diversity & Inclusion. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 42

Online Presence Many assets have been pre-prepared for social presence and sharing, across a variety of platforms. These resources are available to all. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 43

Be Equal Be Equal Sonic ID Podcast Series Audio Available Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 44

The primary motion used for Be Equal is an upward action. Motion This gives levity to animation sequences that are using Be Equal colors, pattern and typography. For assistance with animation and samples, please contact IBM Brand Experience & Design. Be Equal Brand Guidelines, Version 2.0 IBM Brand Experience & Design 45

B.E. Women Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 46

B.E. Black Be Equal Black Community Playlist Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 47

Emb(race) Emb(race) Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 48

B.E. LGBT+ Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 49

Pride! 2020 Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 50

B.E. Pan-Asian Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 51

B.E. Hispanic Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 52

B.E. Indigenous beequal.com/communities/indigenous Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 53

B.E. DiversABLE Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 54

Equal Access ibm.com/able Accessibility is a Be Equal practice. Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 55

B.E. Veterans Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 56

Events & Environments Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 57

Posters On-Demand Printing BE Hispanic BE Veterans BE Pan-Asian BE Indigenous BE Black BE LGBT+ BE Diversability BE Women Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 58

Merchandise Mismatched Socks Being developed… (Illustrative Only) Reversible Beanie Be Equal Ally Totebag Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 59

Being developed… (Illustrative Only) Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 60

Brand Collaborations Community Notebook Collection Coming Soon Being developed… (Illustrative Only) Being developed… (Illustrative Only) Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 61

Advice & Approvals BE Brand Team: Community Contacts: Senior Sponsors: Joy Dettorre joy_dettorre@us.ibm.com Janet Hermosillo janet.hermosillo@ibm.com Todd Simmons Guidance is not limited to this document. simmonst@us.ibm.com The authors and creators of the Be Equal program are always available to assist. Aimee Atkinson A Be Equal Brand XG site is currently being developed. aimee.atkinson@ibm.com Should you need any assets or assistance creating new or specific assets, please contact #ibm-brand on Slack. Communications & Content: Join the be-equal brand channel on Slack for Jaimie Herr additional guidance and first-person feedback. jaherr@us.ibm.com Production Oversight: Katie Andresen kandresen@ibm.com Social Strategy: Renee Edwards renee.edwards@ibm.com Events & Environments: Matthew Calkins calkins@us.ibm.com Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 62

Resources beequal.com (ibm.com/impact/be-equal) brand.ibm/systems/beequal ibm.com/brand/systems/beequal ibm.com/design/language Be Equal Brand Guide, Version 2.0 IBM Brand Experience & Design 63

International Business Machines Brand Experience & Design